Subway RestaurantsDigital Marketing Portfolio 2018

The problem

Franchise owner was dissatisfied with stagnant

sales. He particularly felt the content being produced

by Subway Corporate Marketing did not align with his

customer base.

He wanted customized content created specifically

for his customer bases while still maintaining the

corporate look and feel of the brand.

He was open to a wide variety of marketing options

which made it very easy to test new marketing

concepts for profitability.

The Strategy

A two fold approach was implemented targeting the

two segmented customer bases identified.

A distinct set of content was created for the college

campus location.

A second set of content was created for the other two

locations which see high volumes of repeat

professional customers during lunchtime and families

at dinner rush and weekends.

The ROI on these campaigns are being measured

throughout 2018.

The execution#TrySomethingNew campaign launched to increase

sales of repeat lunch customers who were encouraged

to try something different than their typical order.

“In and Out” campaign launched to

stress the quickness and ease of

getting in and out of the store, which

was identified as the biggest priority

among customers.

College

Marketing

* Congratulation coupon goes out

with the acceptance letter to all

new students accepted into the

college.

* Subway logo, hours and location

on campus are printed on the back

of all student ID’s, which remain a

constant reminder of the brand.

* Sampling events for students to

try new items they might not be

aware of, including games at the

booth and other engagement

opportunities.

* Allowing students to wear Subway

shirts throughout the day to be

walking billboards for the brand in

exchange for a free sub at the end

of the day.

* Promotion of text-in program

which generates weekly coupons

and special offers.

College

MarketingSubway to the rescue …

This content can be used for

social media, in-store displays,

student/campus publications,

text campaigns, etc…

College Marketing

Recognizing that text messaging is the preferred means of

communication among college students, a massive effort was

undertaken to get students to sign up for weekly text offers.